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Marketing Plan for Fiscal Year 2007 by jdo18246

VIEWS: 9 PAGES: 36

									                       1105 Main Street, Deer Lodge, MT 59722 • Phone/Fax: (406) 846-1943
                           Internet: goldwest.visitmt.com • Email: goldwest@bresnan.net

                                    Marketing Plan for Fiscal Year 2009 / 2010

PURPOSE:

The purpose of Gold West Country Montana, Inc. is to enhance the economic development of the region through
the promotion of tourism. This region includes the counties of Beaverhead, Broadwater, Butte-Silver Bow, Deer
Lodge, Granite, Jefferson, Lewis & Clark, Madison and Powell.

This marketing plan establishes a strategy that will coordinate Gold West Country’s marketing efforts and allow
the region to: a) Identify Gold West Country’s target markets; b) Develop a unified message and theme to reach
these markets; and c) Through this message entice potential visitors to increase both their length of stay and the
dollar amount spent in the region.

IDENTITY:

Strengths:

Primary—

•   Historical Opportunities—Gold West Country could be considered the “Beginning of Montana History”
    with its numerous historical opportunities throughout the region. Some of these attractions include:

               Ghost Towns—         Nevada City, Bannack State Park and Garnet Ghost Town. According to
                                    MARS Stout reports the number one inquiry from individuals contacting
                                    the call center regarding Gold West Country is regional history & ghost
                                    towns.

               Historic Sites—      Lewis & Clark Caverns, Grant-Kohrs Ranch, Big Hole National
                                    Battlefield, Virginia City, Elkhorn Mining Town and Old Montana
                                    Prison. Currently 34% of Montana visitors participate in a historic
                                    activity besides visiting a Lewis & Clark site, a Native American Site or
                                    a museum.*

               Lewis &
               Clark Sites—         Gates of the Mountains, Beaverhead Rock State Park and Camp
                                    Fortunate Overlook. Currently 19% of Montana vacationers visit a
                                    Lewis & Clark site.*

               Museums—             World Museum of Mining, Beaverhead County Museum, Montana
                                    Historical Society Museum, Piccadilly Museum of Transportation,
                                    Granite County Museum, Mineral Museum, Broadwater County
                                    Museum, Jefferson Valley Museum and Montana Auto Museum.
                                    Currently 23% of Montana vacationers visit a museum.*

    *Source: Niche News: Gold West Country Travel Region Visitor Characteristics, ITRR 2005
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                            Page 2
•   Cultural Opportunities—The region is also rich in genuine western heritage that is expressed through live
    theatre, concerts, rodeos, fairs, local celebrations, cattle drives, working ranch experiences, historical &
    cultural tours, authentic rail tours, pow-wows and more. According to the ITRR’s “Attraction Visitors in
    Gold West Country Tourism Region” (Niche News, 2005) 8% of Gold West Country’s visitors participate in
    a festival or event.

•   Natural Resources – We have an abundance of natural hot springs throughout the region and also several
    radon health mines. Gold West also has many rock hounding opportunities available for crystals, sapphires,
    garnets, gold, and agates. In addition, many geological structures are located in several places in the region.

•   Proximity to Surrounding Destinations—Gold West Country lies between Yellowstone and Glacier
    National Parks, two of Montana’s major visitor attractions. Currently 18% of summer visitors to Montana,
    visit both parks.* In addition, the majority of travelers come to Montana by vehicle. Two interstate
    highways, I-90 and I-15 bisect Gold West Country. Currently 65% of Gold West Country vacationers are
    also visiting a National Park.**

•   Affordable – Gold West Country offers a good value, and according to TIA’s forecast for 2009 “consumers
    are likely to plan and purchase leisure trips differently with pursuit of a “good value” as the primary reason
    why. “76% of leisure tourists expect to book a packaged vacation to save money.”

    *Source: Niche News: Both Park Visits, ITRR 2005
    **Source: Attraction Visitors in Gold West Country Tourism Region, ITRR 2005

Secondary—

•   Recreational Activities—Gold West Country offers an abundance of outdoor recreational activities including
    wildlife watching, photography, fishing, hunting, hiking, horseback riding, biking, golfing, boating, canoeing,
    rafting, kayaking, swimming, rock hounding, alpine & Nordic skiing, snowboarding, snowmobiling, ice
    fishing, ice skating and many more. Montana vacationers participate in a wide variety of outdoor activities.
    In fact, at least 26% of visitors to Gold West Country participated in either wildlife watching, day hiking,
    developed camping or picnicking.* In addition, sightseeing was considered by 35% of Gold West Country
    visitors to be the “primary” purpose of their trip to the region.**

•   Visitor Information Centers—Gold West Country has three state supported visitor centers located in
    Helena, Butte, and Dillon. These visitor centers will contain brochures and literature from all over Gold West
    Country. In addition, they have travel advisors to help educate tourists on attractions and events.

•   Facilities—The region contains a wide variety of accommodations through hotels, motels, bed & breakfasts,
    cabins, working cattle ranches and dude ranches as well as public and private campgrounds.

    *Source: Niche News: Gold West Country Travel Region Visitor Characteristics, ITRR 2004
    **Source: Conversion Study, Gold West Country 2004

Challenges:

•   Identity/Image—The name “Gold West Country” is not tied-in to a specific destination within Montana.
    Therefore its identity as a vacation destination must be cultivated in other ways. A stronger image of the area
    and its significant attractions must be explored and promoted so that the name (and area) renders a definite
    picture in the minds of potential visitors.
                                                                                                 Gold West Country
                                                                                                Marketing Plan FY10
                                                                                                             Page 3
•   Recession/High Unemployment Rates — Tourists may reconsider their vacation plans due to the instability
    of the US economy. Not to mention high unemployment rates may cause some to stay at home all
    together.(According to ITRR 2009 Travel Sentiments 28% of leisure tourists will take at least one staycation.)

•   Transportation—Access via airline into Gold West Country can be limiting. Currently 28% of visitors to the
    region arrive by air.* Upon arrival, intrastate transportation businesses (i.e. car rental, buses, taxis) do not
    always afford the flexibility needed to travel through the region and/or the state. This factor plays into why
    most visitors to the region travel by car (62%).*

•   Maintaining the Lodging Tax—Efforts must continue to build awareness among elected officials and
    Montana residents about tourism’s impacts and its benefits if the tourism industry is to maintain the lodging
    tax. If Montana is to maintain its market share in tourism—and attract high-value, low impact visitors,
    especially during off-peak seasons—it must maximize the amount of it’s lodging tax dollars spent on
    promotion and leverage those dollars with other partners.

•   Closures—During the “off-peak” season there are many closures throughout Gold West Country in terms of
    attractions and services.

•   Decline in Hunting Licenses—The FWP continues to restrict the number of non-resident hunting licenses,
    and this limitation has negative impacts on several businesses in Gold West Country that rely on this type of
    traffic.

    *Source: Conversion Study, Gold West Country 2004

GOALS:

Gold West Country strives to attract high-value low-impact visitors with the potential to increase their length of
stay and dollars spent per day in the region. This task can be accomplished through the following goals:

•   Educate the traveler about the affordable historical, cultural and recreational opportunities within the region
    throughout the year.

•   Build awareness and entice the “Geo-tourist” to come and experience Gold West Country.

•   Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling through
    Gold West Country when they are between park destinations.

•   Create and maintain a consistent brand image of Gold West Country through all marketing efforts including
    advertising, publicity, collateral material, Internet development and cooperative marketing programs.

•   Educate Gold West members, work with regions, CVBs and Travel Montana to utilize cooperative marketing
    programs as an option to offset the lack of media dollars.

•   Encourage intrastate travel by informing residents of Montana about the abundance of cultural, recreational,
    and historical opportunities this region has to offer.

•   Increase marketing efforts to regional and state-wide areas during off-peak season.
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                            Page 4
STRATEGIC PLAN:

This marketing plan supports the Montana Tourism and Recreation Strategic Plan 2008-2012 through the
implementation of the marketing strategies outlined throughout the State’s plan. Specifically the Gold West
Country marketing plan focuses on the following sections of the statewide strategic plan.

1.1.a.   Expand public-private marketing partnerships with tourism businesses and attractions…
         “…Leverage public and private marketing investments to expand Montana’s reach…” (Page 49)

1.1.b. Continue winter marketing, promoting Montana as a superb destination for skiing snowboarding,
       snowshoeing, snowmobile touring, ice fishing, and families and groups simply seeking a “snow
       experience.”
       “Identify new winter target markets with accompanying promotion efforts annually” (Page 49)

1.1.c.   Attend consumer travel shows targeting high value, low impact markets
         “Disseminate targeted packages for show attendees, and disseminate leads to tourism/recreation partners.”
         (Page 50)

1.1.d. Continue marketing to international travelers.
       “Increase product offers by international tour operators...” (Page 50)

1.2.     Promote Montana to targeted groups and events, emphasizing off-peak season.

1.2.d. Target travel media to increase the visibility of Montana as a leisure travel destination.
       “Host at least one travel media group familiarization tour…” (Page 52)

1.2.e.   Continue to target tour operators to bring group tours and packaged vacations to Montana.

1.3.b. Implement the new Montana tourism brand to enhance the state’s image and message in priority
       markets.
       “Encourage tourism and recreation partners statewide to incorporate the Montana brand into marketing
       efforts (Page 53)

1.4.e.   Expand displays of Montana destinations and products….
         “Develop system with MDT to enhance traveler information available at rest areas.” (Page 55)

2.1.a.   Build awareness through statewide publicity efforts about the new Montana Tourism Charter,
         geotourism, tourism benefits/impacts, tourism and recreation partner initiatives, and allocation of
         lodging facility use taxes.
         “Distribute information monthly about tourism and recreation issues to industry stakeholders, policy
         makers, and media.” (Page 55)

9.3.     Enhance funding for region and CVB marketing efforts.
         “Strengthen capacity by building partnerships with private, public, tribal and nonprofit organizations to
         address regional and local issues related to tourism and recreation (Page 75)
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                            Page 5
OBJECTIVES:

In FY09 we set the following objectives:

•   Increase overall bed tax collections by 3.5%.

•   Increase bed tax collections in the shoulder seasons by 3%.

Bed tax collection reports from the Department of Revenue (based on a calendar year) indicated that Gold West
Country’s overall bed tax collection for 2008 was down 2%. Shoulder season collections (based on quarterly
information) were up from 2% from Jan-March and down 5% from Oct-Dec. We attribute the decline in
collections due to high-fuel prices and the state of the economy during FY09. As the state of Montana predicts a
2% decrease in bed tax collections, Gold West Country is aiming to maintain our current collections for the
upcoming year.

We are going to continue with our FY10 objectives as follows:

•   Maintain overall bed tax collections.

•   Maintain bed tax collections in the shoulder seasons.

•   Continue to edit our website to make it more interactive and expand the social marketing aspect of the site.

•   Increase the number of monthly reader service, phone calls, and Internet responses we receive by 5%.

•   To have each FAM trip generate at least one story about Gold West Country within a year of the trip.

•   Continue to utilize the data gathered in the Guestbook at the Visitor Center to review travel patterns over the
    years as to the geographic origination of Gold West Country visitors and what the visitors travel plans are in
    the state.

TARGET GEOGRAPHIC MARKETS:

Target geographic markets have been defined using data available from Gold West Country inquiry tracking
profiles; data available from the Lost Trail Visitor Center; research studies conducted by the Institute for Tourism
and Recreation Research (ITRR); Gold West Country’s 2005 Conversion Study; and information compiled at
Travel Montana. These markets are identified for consumer advertising placement, publicity and collateral
material distribution.

Primary Markets—         California, Idaho, Illinois, Michigan, Minnesota, Montana, Missouri, Washington, Utah,
                         Texas, Wisconsin, Wyoming and Ohio.

Secondary Markets—       Colorado, Indiana, Kansas, Nevada, Oregon, Tennessee.

TARGET DEMOGRAPHICS:

Primary—

Active Mature—           This segment consists of older married couples or singles (ages 55-64), college educated,
                         usually without children, and household annual income of $60,000+. Approximately 41%
                         of Gold West Country visitors are between the ages of 55-64.* They lead an active
                                                                                                 Gold West Country
                                                                                                Marketing Plan FY10
                                                                                                             Page 6
                      lifestyle and enjoy visiting historic sites, landmarks, and museums as well as partaking in
                      general sightseeing and wildlife watching. Currently 60% of Gold West Country
                      vacationers are traveling without children.**

Heritage/Cultural
 Enthusiasts—         This segment consists of individuals 35+ years of age, college educated, with a household
                      annual income of $60,000+ who enjoy learning more about Western History and Culture.
                      They enjoy the experience of quaint communities and the opportunities within. They
                      visit historic sites and landmarks and are interested in festivals and fairs about the West.

                      ITTR data states that currently 61% of Gold West Country vacationers have incomes of
                      $60,000+.** This information closely mirrors data from the 2004 Conversion Study
                      which shows 50% of Gold West Country vacationers have incomes of $60,000+.*

Families/Boomers—     Married couples or singles 35-54 years of age, college educated, with children usually
                      less than 18 years of age in the household. (This may include grandparents with young
                      grandchildren). Approximately 49% of Gold West Country visitors are between the ages
                      of 35-54.* Their household annual income is $60,000+.

                      This segment seeks a memorable family experience that involves visiting state and
                      national parks and historic sites; participating in festivals and fairs; learning about
                      Western history and Native American culture; and participating in a number of
                      recreational opportunities such as hiking, backpacking, wildlife watching, rock hounding
                      and usage of lakes and rivers. Currently 31% of Gold West Country vacationers are
                      families.**

Geotourist —          Geotourists make up 55.1 million American travelers. The Geotourism segment that
                      appears to be most closely aligned with Montana’s tourism values is the “Geo-savvy”
                      segment. More than ¼ reside in the nearby Pacific region, and 10% live in the Mountain
                      region. 28% are young adults under the age of 35, 8% are students. 60% have a college
                      degree, 33% have a graduate degree, 32% hold professional/specialty positions. 38%
                      have annual incomes over $75,000, 17% of households earn $100,000+

                      *Source: Conversion Study, Gold West Country 2004
                      **Source: Gold West Country Tourism Traveler Characteristics, ITRR 2005

Secondary—

Group Tours—          Groups of individuals traveling with a specific itinerary focusing on state and national
                      parks; and historical/cultural sites and activities. This may include international tours as
                      well.

Travel Writers—       Freelance or travel-publication specific writers with an assignment of preparing a
                      vacation destination article for print, television or Internet distribution.

Film Production/
 Still Photography—   Production companies seeking unique locations for film, commercial or television
                      production as well as still photography for print advertising or product-selling collateral.
                                                                                              Gold West Country
                                                                                             Marketing Plan FY10
                                                                                                          Page 7
MARKETING STRATEGY:

Through the following marketing strategy Gold West Country will strive to meet the goals defined earlier within
this plan.

Primary—

•   Continue advertising in quality national and regional publications (magazines and newspapers) that reach
    Gold West Country’s defined market segments. Expand this advertising to include Internet, and niche
    publications.

•   Continue to print and distribute the Gold West Country Guide. Distribution of this guide will be
    through inquiry fulfillment from advertising efforts; Visitor Information Centers, Chambers of
    Commerce, sites and attractions, and targeted rack placement both within the state of Montana and
    surrounding areas (i.e. Spokane and Salt Lake City); as well as through consumer travel shows.

•   Continue to expand, update and make modifications to the current Internet website to further enhance the
    image of Gold West Country created in the Travel Planner, the print advertising campaign and public
    relations. Continue to solicit participation in the linkage program established in FY00.

•   Add television to the media mix targeting the Spokane area, and work with Gold West members to execute
    the campaign throughout the FY10 year.

Secondary—

•   Support and participate in FAM tours with Travel Montana and other regions.

•   Supply Gold West Country members and other regions with guides for distribution at additional travel shows.

•   Continue support of the Superhost program.

•   Continue support of the Lost Trail Visitors’ Center in cooperation with other regions and local tourism
    providers.

•   Continue support of local tourism providers through cooperative marketing dollars.

•   Work with Travel Montana to attract film and commercial production to Montana and specifically to Gold
    West Country.

•   Contract with M.A.R.S. Stout to answer all phone and e-mail inquiries received through the Gold West
    Country 800 number. By working with M.A.R.S. Stout, we are able to provide information to our potential
    visitors through customized software pertaining to our region.
                                                                       Gold West Country
                                                                      Marketing Plan FY10
                                                                                   Page 8




                                                     FY2010 Annual Budget Overview

                                                     Project
Project Description                                  Budget           Total Budget

Marketing Support                                                     $   104,748.00
 Administration (max 20%)                             $   54,198.00
 Cooperative Marketing (max 20%)                      $      100.00
   Lost Trail VIC                                     $    1,200.00
 Opportunity Marketing (max 10%)                      $    2,000.00
 TAC Meetings                                         $    1,000.00
 Joint Ventures - RMI                                 $    1,000.00
 Joint Ventures - Superhost Program                   $    1,650.00
 Joint Ventures - w/Travel Montana                    $   15,000.00
 Joint Ventures - TV - Butte, Helena, Philipsburg,
State Parks                                           $   28,600.00

Consumer Advertising                                                  $    35,000.00
 Print                                                $   30,000.00
 Winter Season online campaign                        $    5,000.00

Consumer Travel Shows                                 $      100.00   $        100.00

Internet                                              $   25,000.00   $    25,000.00
 Website Maintenance/Upgrades/New Material
  Birding Brochure

Marketing Plan Development FY10                       $      500.00   $        500.00

Publications                                                          $    35,000.00
 Travel Guide                                         $ 75,000.00
 Private Funds                                        $ (40,000.00)

Publicity                                                             $      4,500.00
 Public Relations                                     $      500.00
 Identity Project                                     $    1,000.00
 Fam Tours                                            $    3,000.00
                                                                            Gold West Country
                                                                           Marketing Plan FY10
                                                                                        Page 9
Telemarketing/Fulfillment                                                  $     48,274.00
 Postage/UPS                                            $   13,523.00
 Instate Delivery Service                               $    8,628.00
 Out-of-State Delivery Service (Spokane, Salt
Lake)                                                   $    7,973.00
 Fulfillment/Call Center Contractors                    $   17,850.00
 Miscellaneous (mailing supplies, etc…)                 $      300.00

  Butte - Silver Bow Reimbursement                      $   29,355.27      $     29,355.27

TOTAL BUDGET REQUESTED                                  $ 282,477.27       $   282,477.27

 FY10 Projected Revenue                                 $ 270,990.00       $   282,477.27
  FY09 Rollover Funds and uncommitted Funds             $ 11,487.27


   Projects that would be reduced if revenue is decreased would be: consumer advertising,
   administration, opportunity marketing, and website projects.
                                                                                                  Gold West Country
                                                                                                 Marketing Plan FY10
                                                                                                             Page 10

                                Application for projects over $500
Organization Name____Gold West Country__________________
                                                                                              Approval Requested
Project Name______Television Advertising Joint Venture__________________ __X___Final –
                                                                                          _____Preliminary
Application Completed by____Sarah Bannon__________________


Please explain the need for this project as well as a clear overview of the concept of the project. Narrative must
provide enough details that those re viewing the application can comprehend or visualize the full scope of the
proje ct. Narrative should be a full overview, yet explicit and to the point.

Gold West Country plans to partner with the Butte – Silver Bow Convention and Visitors Center to incorporate a
television advertising campaign in the Spokane area. The highest number of visitors to Gold West Country come
from the state of Washington, and Gold West/Butte Silver-Bow CVB see a great opportunity to expand on these
numbers. The campaign will be targeting over 1.5 million households in the Spokane area, and we plan to track
the success of this campaign by listing a unique URL address at the end of the TV spot and track web hits from
the campaign. We will produce three 30-second spots that focus on Gold West Country and Butte-Silver Bow.
The campaign is scheduled to run for a 12-month period.

With projections from the state of Montana as well as information received by the Travel Industry Association,
travelers will be taking shorter trips closer to home. This market not only fits well with those projections, but it
also coincides with our geographic and demographic target market outlined within this plan.

The TV advertising will be with KREM-TV. Coverage will be in Eastern Washington, Idaho and parts of
Oregon, Montana, and Canada.

Objectives:

As this is a new venture for Gold West Country, we’ve set the following objectives.

      1. Increase website hits with a special URL from the TV Advertising.

Identify the portions of your marketing plan that support this project.

The following Gold West Country goals from the marketing plan are met with this project.
    1. Educate the traveler about the affordable historical, cultural and recreational opportunities within the
       region throughout the year.
    2. Build awareness and entice the “Geo-tourist” to come and experience Gold West Country
    3. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
       through Gold West Country when they are between park destinations.
    4. Create and maintain a consistent brand image of Gold West Country through all marketing efforts
       including advertising, publicity, collateral material, Internet development and cooperative marketing
       programs.
    5. Educate Gold West members, work with regions, CVBs and Travel Montana to utilize cooperative
       marketing programs as an option to offset the lack of media dollars.
    6. Increase marketing efforts to regional and state-wide areas during off-peak season.

Does this project support the Strategic Plan? Yes
                                                                                                  Gold West Country
                                                                                                 Marketing Plan FY10
                                                                                                             Page 11
The Strategic Plan stresses the need for cohesive advertising campaigns. Gold West Country advertising
accomplishes this by targeting our creative message and media placement to reach the consumers outlined in the
narrative portion of the marketing plan.

1.1.b. Continue winter marketing, promoting Montana as a superb destination for skiing snowboarding,
       snowshoeing, snowmobile touring, ice fishing, and families and groups simply seeking a “snow
       experience.”
       “Identify new winter target markets with accompanying promotion efforts annually” (Page 49)

1.2.   Promote Montana to targeted groups and events, emphasizing off-peak season.
1.2.d. Target travel media to increase the visibility of Montana as a leisure travel destination.
       “Host at least one travel media group familiarization tour…” (Page 52)

1.3.b. Implement the new Montana tourism brand to enhance the state’s image and message in priority
       markets.
       “Encourage tourism and recreation partners statewide to incorporate the Montana brand into marketing
       efforts (Page 53)

2.1.a.   Build awareness through statewide publicity efforts about the new Montana Tourism Charter,
         geotourism, tourism benefits/impacts, tourism and recreation partner initiatives, and allocation of
         lodging facility use taxes.
         “Distribute information monthly about tourism and recreation issues to industry stakeholders, policy
         makers, and media.” (Page 55)

9.3.     Enhance funding for region and CVB marketing efforts.
         “Strengthen capacity by building partnerships with private, public, tribal and nonprofit organizations to
         address regional and local issues related to tourism and recreation (Page 75)


Detail pages attached            Yes

                                              Television Advertising

                                     REGION/CVB PROJECT BUDGET
                                           PROJECT NAME

                                           State Tourism Funds               Other Funds                 Total
 PROFESSIONALSERVICES:
 Production of Three (3) 30: Spots                             10,000 +                      0     =     10,000
 Media Placement                                                3,600 +                      0     =      3,600

 TOTAL                                                        $13,600                       $0          $13,600


 Media Buy                                                     15,000                                    15,000

 TOTAL                                                        $15,000                       $0          $15,000


 REGION/CVB              PROJECT
                                                              $28,600 +                     $0          $28,600
 TOTAL
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 12

                               Application for projects over $500
Organization Name____Gold West Country__________________
                                                                                            Approval Requested
Project Name______Consumer Advertising__________________                                __X___Final –
                                                                                        __X___Preliminary-Media
Application Completed by____Sarah Bannon__________________                              Plan

Please explain the need for this project as well as a clear overview of the concept of th e project. Narrative must
provide enough details that those reviewing the appl ication can comprehend or visualize the full scope of the
project. Narrative sh ould be a full overview, yet explicit and to the point.

Print/Online
Gold West Country has had much success with print magazine placement. We will continue to place advertising
in publications that address our demographic and geographic target markets as outlined in the marketing plan.
These publications will be consumer travel-oriented publications with relevant editorial about traveling in the
West. We will look for publications featuring historic travel and national park travel as well as specific
information on Montana and/or Gold West Country. To stretch the marketing dollars efficiently and effectively,
Gold West country will also execute an online advertising campaign to create more exposure on travel websites
and/or travel publication websites that fit our target demographic. A complete media plan will be submitted to the
Tourism Advisory Council for final approval.

Winter Season Online Campaign
According to ITRR data Montana ski resorts realized a 14.5% increase last year; which was stated this was due in
part to residents taking advantage of the great snow year. Gold West offers uncrowded family fun at its local ski
areas as well as snowmobiling, ice fishing, snowshoeing, cross country skiing etc…, and a winter season online
marketing campaign will be developed to increase the shoulder season visitation in Gold West Country. In-state
and regional websites that reach our target demographic will be the focus for the online campaign.

Objectives:

In FY09 we outlined the following objectives:

    1. Increase visitation within Gold West Country as measured by an increase in bed tax collections by 3%.
    2. Increase the number of Internet responses we receive.

Gold West Country’s bed tax collections were down 3%. Our monthly inquiries at the call center were down
9.1% which included reader service and phone calls. We had a 13% decrease in website traffic, but the average
length of time spent on the website was up by almost 3 minutes. Again, we attribute much of the decreases noted
to the poor economy and high fuel prices, and people just weren’t traveling or seeking information about traveling
as much.

Therefore, Gold West Country will strive to achieve the objectives listed below within FY10.

      1. Maintain bed tax collections
      2. Increase the number of monthly reader service, phone calls, and Internet responses we receive by 5%.
      3. Maintain bed tax collections in the shoulder seasons.

Identify the portions of your marketing plan that support this project.

The following Gold West Country goals from the marketing plan are met with this project.
                                                                                                  Gold West Country
                                                                                                 Marketing Plan FY10
                                                                                                             Page 13
         1. Educate the traveler about the historical, cultural and recreational opportunities within the region.
         2. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
            through Gold West Country when they are between park destinations.
         3. Create and maintain a consistent image of Gold West Country through all marketing efforts including
            advertising, publicity, collateral material, Internet development and cooperative marketing programs.
         4. Increase marketing efforts to regional and state-wide areas during off-peak season.

Does this project support the Strategic Plan? Yes

The Strategic Plan stresses the need for cohesive advertising campaigns. Gold West Country advertising
accomplishes this by targeting our creative message and media placement to reach the consumers outlined in the
narrative portion of the marketing plan. Specifically the plan states:

1.1.a.     Expand public-private marketing partnerships with tourism businesses and attractions…
           “…Leverage public and private marketing investments to expand Montana’s reach…” (Page 49)

1.1.b. Continue winter marketing, promoting Montana as a superb destination for skiing snowboarding,
       snowshoeing, snowmobile touring, ice fishing, and families and groups simply seeking a “snow
       experience.”
       “Identify new winter target markets with accompanying promotion efforts annually” (Page 49)

Detail pages attached              Yes


                                      REGION/CVB PROJECT BUDGET
                                            PROJECT NAME

                                            State Tourism Funds              Other Funds                  Total
 PROFESSIONALSERVICES:
 Concept Development                                             2,500   +                   0      =      2,500
 Copywriting                                                       850   +                   0      =        850
 Art Direction                                                     800   +                   0      =        800
 Design/Layout/Prepress                                          3,400   +                   0      =      3,400
 Proofs/shipping                                                   880   +                   0      =        880
 Project Management                                              2,070   +                   0      =      2,070
                                                                     0   +                   0      =          0
 TOTAL                                                         $10,500                      $0           $10,500


 The rest of the media plan will be
 submitted to the Audits and
 Applications Committee of the
 TAC.                                                           24,500                                   24,500

 TOTAL                                                              $0                      $0                $0


 REGION/CVB               PROJECT
                                                               $35,000 +                    $0           $35,000
 TOTAL
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 14

                               Application for projects over $500
Organization Name____Gold West Country__________________                                 Approval Requested
                                                                                       _____Final
Project Name______Travel Show________________
                                                                                       ___X__Preliminary
Application Completed by____Sarah Bannon__________________

Please explain the need for this project as well as a clear overview of the concept of the project. Na rrative must
provide enough details that those reviewing the application can c omprehend or visualize the full scope of the
project. Narrative should be a full overview, yet explicit and to the point.

We would like to keep our options open to exhibit at a travel show. We have only budgeted $100 but would
increase this if we find a travel show that we would like to participate in.

Specific shows are chosen based on our target demographic & geographic markets outlined in the marketing plan.
We may want to attend these shows in cooperation with Russell Country or Custer Country if possible, in order to
minimize our cost and maximize our exposure to these markets.

    •   FY10 Gold West will consider attending a travel show or two.

Objectives:

In FY09 we outlined the following objectives:

    1. Increase visitation within Gold West Country as measured by an increase in bed tax collections by
       3.5%.
    2. Participate in a show which suits Gold West and allows us to educate the traveler by giving out at
       least two boxes of travel guides as well as other literature

In FY10 our objectives are:
    1. Maintain visitation within Gold West Country as measured by bed tax collections.
    2. Attend a travel show; which suits Gold West’s target market and allows us to educate the traveler by
       giving out at least two boxes of travel guides as well as other literature.

Identify the portions of your marketing plan that support this project.

Attendance at these consumer shows helps us achieve a number of our goals.
    1. Educate the traveler about the affordable historical, cultural and recreational opportunities within the
       region throughout the year.
    2. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
       through Gold West Country when they are between park destinations.
    3. Create and maintain a consistent brand image of Gold West Country through all marketing efforts
       including advertising, publicity, collateral material, Internet development and cooperative marketing
       programs.
    4. Educate Gold West members, work with regions, CVBs and Travel Montana to utilize cooperative
       marketing programs as an option to offset the lack of media dollars.

Does this project support the Strategic Plan? Yes
                                                                                              Gold West Country
                                                                                             Marketing Plan FY10
                                                                                                         Page 15
Attendance at these consumer shows helps us achieve a number of our goals.

1.1.c.   Attend consumer travel shows targeting high value, low impact markets
         “Disseminate targeted packages for show attendees, and disseminate leads to tourism/recreation partners.”
         (Page 50)

1.1.d. Continue marketing to international travelers.
       “Increase product offers by international tour operators...” (Page 50)

1.2.     Promote Montana to targeted groups and events, emphasizing off-peak season.

1.2.e.   Continue to target tour operators to bring group tours and packaged vacations to Montana.


Detail pages attached Yes

                                  Budget page must be attached for approval.

                                           Travel Shows Development

                                    REGION/CVB PROJECT BUDGET
                                          PROJECT NAME

                                          State Tourism Funds               Other Funds                Total
 Travel Shows Plan:
 Travel Show                                                     100 +                      0    =        100


 TOTAL                                                           100                        0             100


 REGION/CVB             PROJECT
                                                                $100 +                    $0            $100
 TOTAL
                                                                                                  Gold West Country
                                                                                                 Marketing Plan FY10
                                                                                                             Page 16

                                   Application for projects over $500
Organization Name____Gold West Country__________________                                  Approval Requested

Project Name______Lost Trail Visitor Center__________________                            __X___Final
                                                                                         _____Preliminary
Application Completed by____Sarah Bannon__________________


Please explain the need for this project as well as a clear overview of the concept o f the project. Narrative must
provide enough details that those reviewing the a pplication can comprehend or visualize the full scope of the
project. Narrativ e should be a full overview, yet explicit and to the point.

This visitor information center, located on the Montana/Idaho border needs additional funding to staff the facility
throughout the summer. Partnering with the state of Idaho and Glacier Country, funding provided by Gold West
Country allows the facility to stay open longer hours during the peak tourism season. Traditionally the visitor
center is open from 8 a.m. to 6 p.m., seven days a week, from Memorial Day to Labor Day. Gold West Country
is requesting funding for staffing hours up to $1,200.

While this visitor center is actually in Glacier Country, not every visitor entering the region continues further into
Glacier Country. Many of the visitors venture into Gold West Country. The location of the center allows Gold
West Country to provide information about the region and influence the visitors at a point of entry into the state.

The total number of visitors from Memorial Day to Labor Day are listed below. The total number of visitors from
2007 to 2008 was down significantly, and once again we attribute this decline to gas prices as well as smoke from
the fires that occurred in that area. However, we still view this as a viable and important project to support.

    •     Summer 2008:   6,960 (Four travel counselors and 950 staffing hours)
    •     Summer 2007:   9,893 (Three travel counselors and 980 staffing hours).
    •     Summer 2006:   12,497 (Three travel counselors and 990 staffing hours).
    •     Summer 2005:   11,083 (Three travel counselors and 980 staffing hours).
    •     Summer 2004:   10,458 (Three travel counselors and 990 staffing hours).
    •     Summer 2003:   6,768 (Three travel counselors and 460 staffing hours).
    •     Summer 2002:   (Facility was not open due to the construction of a new structure).
    •     Summer 2001:   4,173 (Five travel counselors and 598 staffing hours— closed early due to fire season).
    •     Summer 2000:   7,768 (Four travel counselors and 970 staffing hours).

Currently the information center tracks its visitors through a guestbook. The data gathered at the visitor center in
2008 revealed that visitors to the center came from Montana, Idaho, Washington, Oregon, Utah, California,
Nevada, Arizona and Minnesota.
This information is utilized to analyze our geographic target markets as listed in the narrative of this marketing
plan. We will continue to use this data to compare travel patterns to see what trends develop.
Objectives:

In FY09 we outlined the following objectives:

        1. Increase visitation at the Visitors Center by 1%.
        2. Increase visitation within Gold West Country as measured by an increase in bed tax collections by 3%.
        3. Continue to utilize the data gathered in the Guestbook at the Visitor Center to review travel patterns
           over the years as to the geographic origination of Gold West Country visitors and what the visitors’
                                                                                                  Gold West Country
                                                                                                 Marketing Plan FY10
                                                                                                             Page 17
             travel plans are in the state.

As a whole, Gold West experienced a 3% decrease in bed tax collection FY08, however gas prices and fires in
specific areas is what we attribute the decline to. That being said, Gold West Country will strive to achieve the
objectives listed below within FY10.

         1. Increase visitation at the Visitors Center by 1%.
         2. Maintain visitation within Gold West Country as measured bed tax collections.
         3. Continue to utilize the data gathered in the Guestbook at the Visitor Center to review travel patterns
            over the years as to the geographic origination of Gold West Country visitors and what the visitors
            travel plans are in the state.

Identify the portions of your marketing plan that support this project.

The following Gold West Country goals from the marketing plan are met with this project.
   1. Educate the traveler about the affordable historical, cultural and recreational opportunities within the
        region throughout the year.
   2. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
        through Gold West Country when they are between park destinations.
   3. Educate Gold West members, work with regions, CVBs and Travel Montana to utilize cooperative
        marketing programs as an option to offset the lack of media dollars.
   4. Encourage intrastate travel by information residents of Montana about the abundance of cultural,
        recreational, and historic opportunities this region has to offer.

Does this project support the Strategic Plan? Yes

Through this partnership, the information center is better able to service Montana guests and Gold West Country
is more affordably able to gather information about the region’s visitors. The strategic plan specifically addresses
tracking and VICs through the following:
1.1.a. Expand public-private marketing partnerships with tourism businesses and attractions…
        “…Leverage public and private marketing investments to expand Montana’s reach…” (Page 49)

1.4.e.     Expand displays of Montana destinations and products….
           “Develop system with MDT to enhance traveler information available at rest areas.” (Page 55)

2.1.a.     Build awareness through statewide publicity efforts about the new Montana Tourism Charter,
           geotourism, tourism benefits/impacts, tourism and recreation partner initiatives, and allocation of
           lodging facility use taxes.
           “Distribute information monthly about tourism and recreation issues to industry stakeholders, policy
           makers, and media.” (Page 55)

9.3.       Enhance funding for region and CVB marketing efforts.
           “Strengthen capacity by building partnerships with private, public, tribal and nonprofit organizations to
           address regional and local issues related to tourism and recreation (Page 75)


Detail pages attached Yes

                                      Budget page must be attached for approval.
                                                                                    Gold West Country
                                                                                   Marketing Plan FY10
                                                                                               Page 18
                                        Infrastructure

                                REGION/CVB PROJECT BUDGET
                                       PROJECT NAME

                                   State Tourism Funds          Other Funds                 Total
Infrastructure:
Lost Trail Visitor Center                           1,200   +                 $0      =     1,200


TOTAL                                               1,200                     $0            1,200


REGION/CVB            PROJECT
                                                    $1200   +                 $0            $1200
TOTAL
                                                                                                 Gold West Country
                                                                                                Marketing Plan FY10
                                                                                                            Page 19

                               Application for projects over $500
Organization Name____Gold West Country__________________                                 Approval Requested
                                                                                       __x___Final
Project Name______Website__________________
                                                                                       _____Preliminary
Application Completed by____Sarah Bannon__________________

Please explain the need for this project as well as a clear overview of the concept of the project. Nar rative must
provide enough details that those reviewing the application can co mprehend or visualize the full scope of the
project. Narrative should be a full o verview, yet explicit and to the point.

Usage of the Internet for travel planning continues to increase. The Travel Industry Association of America
  reports that 74% of on-line frequent travelers use the Internet for travel planning*. Statistics presented during
  the 2006 Governor’s Conference on Tourism & Recreation report that 94% of people with Internet access use
  it to plan vacations.** The money designated for this project includes but is not limited to the following:

Maintenance & Search Engine Optimization - Ongoing maintenance and development of the XML data
services and systems which interact with Travel Montana and the Tempest infrastructure. Monthly search engine
optimization targeting keywords and topics relevant to southwest Montana tourism. Quarterly ranking reports
will be completed to monitor ranking of key terms and phrases.

Creation of New Web Site Content - A variety of new content will be created/obtained for the Gold West web
site. Topics may include winter recreation opportunities, family/kid friendly information, southwest Montana
photos and imagery, and wildlife. In addition the campground finder will be expanded with new photos and the
Southwest Montana birding brochure content will be transitioned to the web site.

Creation of Web Videos - Two to three new web videos will be developed for the web site. Topics may include
Gold West wildlife, southwest Montana birding opportunities, aerial views of the Bob Marshall Wilderness and
other Gold West Country destinations.

Social Media & Trip Planner Development - It is anticipated that Phase two of the Gold West Country Trip
Planner will be completed. This second phase will add additional "social elements" to the system giving people
the opportunity to easily share their trips with other people. In addition a variety of social media elements will be
integrated into the Gold West Country web site. These may include but not be limited to reviews, blogs, a share
your experience feature, and other social networking features. In addition, a presence for Gold West Country will
be created on popular social sites such as Facebook and others.

*Source: Travelers’ Use of the Internet, TIA 2004.
**Source: 7 More Immutable Rules of Successful Tourism, Destination Development 2006.

Objectives:

In FY09 we outlined the following objectives:

    1. Increase the number of user sessions on the website by 30%.
    2. Increase the number of potential consumers who have signed the guestbook and requested further
       information about Gold West Country by 15%.
    3. Increase the average length per session to seven minutes.
                                                                                               Gold West Country
                                                                                              Marketing Plan FY10
                                                                                                          Page 20
Our average visits per day for 2008 were 2,316,544 and for 2007 they were 2,660,797. This is a 13% decrease
over 2007 which is about average in the tourism standard. The average length of stay for 2008 was a whopping
10:53 as compared to 7:55 minutes in 2007.This is an increase of almost 3 minutes! Travel Montana is working
on a new program to track the web statistics and hopefully, we will have it in place for next year.

Gold West Country will strive to achieve the objectives listed below within FY10.

    1. Increase the number of user sessions on the website by 5%.
    2. Add social media to the website.
    3. Add more video to the website.

Identify the portions of your marketing plan that support this project.

Ongoing maintenance and improvements to the website provides potential visitors relevant information for travel
  planning. This helps Gold West Country reach many of its goals within the marketing plan.

      1. Educate the traveler about the historical, cultural and recreational opportunities within the region.
      2. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
         through Gold West Country when they are between park destinations.
      3. Build and maintain a consistent image of Gold West Country through all marketing efforts including
         advertising, publicity, collateral material, Internet development and cooperative marketing programs.
      4. Cooperate with Travel Montana, the other tourism regions and CVBs, Federal and State agencies and
         local tourism providers to enhance the entire “Montana Experience”.
      5. Encourage intrastate travel by informing residents of the historical significance this region has had on
         who Montanans are today.

Does this project support the Strategic Plan? Yes

By continued maintenance and upgrades to the current website, a number of elements from the Strategic Plan will
be implemented including providing information to travelers (both resident and nonresident) about the numerous
recreational opportunities and cultural events/attractions throughout the region. The packaging element and link
exchange program of the website will allow local tourism providers an opportunity to “buy into” the program,
generating more money for Gold West Country marketing.

The website maintenance/upgrades specifically address the Strategic Plan as outlined below.

        1.4d Use technology to enhance visitor information and marketing efforts.

        5.1a Create vacation packages/itineraries for off-peak season niche markets

Detail pages attached Yes

                                  Budget page must be attached for approval.
                                                                                     Gold West Country
                                                                                    Marketing Plan FY10
                                                                                                Page 21
                                                   Website

                                         REGION/CVB PROJECT BUDGET
                                                     PROJECT NAME

                                                  State Tourism Funds        Other Funds            Total
Website:
Website Maintenance./Search Engine Opt                              4000 +                 $0   =     4800
Development of New Content                                          4000                              4000
Creation of Web Videos                                              4500                              3600
Social Media and Trip Planner Dev.                                 11000                              3200
Account Management                                                  1500                              1000



TOTAL                                                              25000                   $0        25000


REGION/CVB          PROJECT
                                                                  $25000 +                 $0       $25000
TOTAL
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 22

                               Application for projects over $500
Organization Name____Gold West Country__________________                                 Approval Requested
                                                                                       __X___Final
Project Name______Marketing Plan Development________________
                                                                                       _____Preliminary
Application Completed by____Sarah Bannon__________________

Please explain the need for this project as well as a clear overview of the concept o f the project. Narrative must
provide enough details that those reviewing the a pplication can comprehend or visualize the full scope of the
project. Narrativ e should be a full overview, yet explicit and to the point.

The Marketing Plan defines the goals and objectives of Gold West Country in the next fiscal year.
   1. Analyzing the previous year (overall plan review and project evaluation as well as a demographic and
      geographic analysis).
   2. Set up board retreat if deemed necessary in addition to our meeting to help decide on goals.
   3. Preparing the written plan, project proposals and the final budget for submission to the Tourism Advisory
      Council.

Objectives:

In FY09 we outlined the following objectives:
    1. Build consistent, long-term marketing strategies and programs in the marketing plan.
    2. Complete all of the marketing projects in the marketing plan.
    3. Continue marketing Gold West as “Where Montana Begins.”

    All three objectives were accomplished.

    FY10 we will strive to complete the following objectives:

    1. Build consistent, long-term marketing strategies and programs in the marketing plan.
    2. Complete all of the marketing projects in the marketing plan.
    3. Continue marketing Gold West as “Where Montana Begins.”

Identify the portions of your marketing plan that support this project.

All areas of the marketing plan are supported by this project.

Does this project support the Strategic Plan? Yes
1.1.a. Expand public-private marketing partnerships with tourism businesses and attractions…
       “…Leverage public and private marketing investments to expand Montana’s reach…” (Page 49)

1.1.b. Continue winter marketing, promoting Montana as a superb destination for skiing snowboarding,
       snowshoeing, snowmobile touring, ice fishing, and families and groups simply seeking a “snow
       experience.”
       “Identify new winter target markets with accompanying promotion efforts annually” (Page 49)

1.1.c.   Attend consumer travel shows targeting high value, low impact markets
         “Disseminate targeted packages for show attendees, and disseminate leads to tourism/recreation partners.”
         (Page 50)
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 23


1.1.d. Continue marketing to international travelers.
       “Increase product offers by international tour operators...” (Page 50)

1.2.   Promote Montana to targeted groups and events, emphasizing off-peak season.
1.2.d. Target travel media to increase the visibility of Montana as a leisure travel destination.
       “Host at least one travel media group familiarization tour…” (Page 52)

1.2.e.   Continue to target tour operators to bring group tours and packaged vacations to Montana.

1.3.b. Implement the new Montana tourism brand to enhance the state’s image and message in priority
       markets.
       “Encourage tourism and recreation partners statewide to incorporate the Montana brand into marketing
       efforts (Page 53)

1.4.e.   Expand displays of Montana destinations and products….
         “Develop system with MDT to enhance traveler information available at rest areas.” (Page 55)

2.1.a.   Build awareness through statewide publicity efforts about the new Montana Tourism Charter,
         geotourism, tourism benefits/impacts, tourism and recreation partner initiatives, and allocation of
         lodging facility use taxes.
         “Distribute information monthly about tourism and recreation issues to industry stakeholders, policy
         makers, and media.” (Page 55)

9.3.     Enhance funding for region and CVB marketing efforts.
         “Strengthen capacity by building partnerships with private, public, tribal and nonprofit organizations to
         address regional and local issues related to tourism and recreation (Page 75)

Detail pages attached Yes

                                   Budget page must be attached for approval.

                                          Marketing Plan Development

                                    REGION/CVB PROJECT BUDGET
                                          PROJECT NAME

                                           State Tourism Funds               Other Funds                  Total
 Marketing Plan:
 Marketing Plan Development                                        500 +                      0    =        500


 TOTAL                                                            $500                       $0            $500


 REGION/CVB              PROJECT
                                                                  $500 +                     $0            $500
 TOTAL
                                                                                                 Gold West Country
                                                                                                Marketing Plan FY10
                                                                                                            Page 24

                               Application for projects over $500
Organization Name____Gold West Country__________________                                  Approval Requested
                                                                                        __X___Final
Project Name______Travel Guide__________________
                                                                                        _____Preliminary
Application Completed by____Sarah Bannon__________________

Please explain the need for this project as well as a clear overview of the concept of the project . Narrative must
provide enough details that those reviewing the application c an comprehend or visualize the full scope of the
project. Narrative should be a f ull overview, yet explicit and to the point.

The travel guide is distributed to individuals interested in traveling within Gold West Country. It contains
information about area attractions, loop tours, maps, pictures, schedule of events, recreational opportunities,
cultural attractions, lodging, dining and shopping. This travel guide is the primary response piece for inquiries
made as a result of ads placed or publicity generated. It is also used as a fulfillment piece for our website and at
consumer travel shows. We currently have Certified Folder Display distribute the Travel Guide in racks
throughout the state year-round, and have also added distribution outside of the state in two markets; Spokane,
WA and Salt Lake City, UT. Certified Folder delivers our guides in-state on the Glacier route, Missoula/5
Valleys route and the Yellowstone route.

Objectives:

In FY09 we outlined the following objectives:

    1. Increase visitation within Gold West Country as measured by an increase in bed tax collections.
    2. Increase the amount of revenue through ad sales, and lodging listings by at least $2,000.

Due to the state’s prediction of realizing a 2% decline in the upcoming year we’ve outlined the following
objectives:

    1. Continue visitation within Gold West Country as measured by maintaining the current level of bed tax
       collections.
    2. Increase the amount of revenue through ad sales and lodging listings by $2,000.
    3. Increase distribution of the guides in regional markets such as Spokane, WA and Salt Lake City, UT.

Identify the portions of your marketing plan that support this project.

The production of the travel planner helps reach a number of our goals.

    1. Educate the traveler about the affordable historical, cultural and recreational opportunities within the
       region throughout the year.
    2. Build awareness and entice the “Geo-tourist” to come and experience Gold West Country
    3. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
       through Gold West Country when they are between park destinations.
    4. Create and maintain a consistent brand image of Gold West Country through all marketing efforts
       including advertising, publicity, collateral material, Internet development and cooperative marketing
       programs.
    5. Encourage intrastate travel by informing residents of Montana about the abundance of cultural,
       recreational, and historical opportunities this region has to offer.
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 25


Does this project support the Strategic Plan? Yes

The Gold West Country Travel Planner serves as an informational piece that assists potential visitors in the
planning stages of determining a vacation destination as well as assisting visitors (both residents and
nonresidents) how to navigate through the region and what attractions/events are available throughout the region.
The strategic plan addresses the need for collateral materials as follows:

1.1.a.   Expand public-private marketing partnerships with tourism businesses and attractions…
         “…Leverage public and private marketing investments to expand Montana’s reach…” (Page 49)

1.1.b. Continue winter marketing, promoting Montana as a superb destination for skiing snowboarding,
       snowshoeing, snowmobile touring, ice fishing, and families and groups simply seeking a “snow
       experience.”
       “Identify new winter target markets with accompanying promotion efforts annually” (Page 49)

1.1.c.   Attend consumer travel shows targeting high value, low impact markets
         “Disseminate targeted packages for show attendees, and disseminate leads to tourism/recreation partners.”
         (Page 50)

1.1.d. Continue marketing to international travelers.
       “Increase product offers by international tour operators...” (Page 50)

1.2.   Promote Montana to targeted groups and events, emphasizing off-peak season.
1.2.d. Target travel media to increase the visibility of Montana as a leisure travel destination.
       “Host at least one travel media group familiarization tour…” (Page 52)

1.3.b. Implement the new Montana tourism brand to enhance the state’s image and message in priority
       markets.
       “Encourage tourism and recreation partners statewide to incorporate the Montana brand into marketing
       efforts (Page 53)

2.1.a.   Build awareness through statewide publicity efforts about the new Montana Tourism Charter,
         geotourism, tourism benefits/impacts, tourism and recreation partner initiatives, and allocation of
         lodging facility use taxes.
         “Distribute information monthly about tourism and recreation issues to industry stakeholders, policy
         makers, and media.” (Page 55)

9.3.     Enhance funding for region and CVB marketing efforts.
         “Strengthen capacity by building partnerships with private, public, tribal and nonprofit organizations to
         address regional and local issues related to tourism and recreation (Page 75)


Detail pages attached Yes

                                   Budget page must be attached for approval.
                                                                                                   Gold West Country
                                                                                                  Marketing Plan FY10
                                                                                                              Page 26



                                             PRINTED MATERIALS

Publication:             Travel Guide              Quantity:                   150,000
Color: 4-Color                           Paper Stock:     Cover=70#; Interior=60#,
# Of Pages or Folds:     56 pages + 4 page cover          Size:                8.375” x 10.75”
Ad Sales (Yes or No):            Yes                       Percentage:         29%
Distribution Plan (areas & method): Shipping to Missoula: Bulk cartons on skids. We will use the travel guides as
fulfillment for all of our inquiries. M.A.R.S. Stout and the business office in Deer Lodge will mail the guides.
Certified Folder Display and Gold West Country members will also distribute them throughout the state and
Canada. We will also distribute the travel guides at travel shows if applicable. Guides will be distributed in
Spokane, WA and Salt Lake City, UT through Certified Folder Display.

                                  Budget page must be attached for approval.

                                        Gold West Country Travel Guide

                                    REGION/CVB PROJECT BUDGET
                                          PROJECT NAME

                                           State Tourism Funds                  Other Funds                Total
 PROFESSIONALSERVICES:

 Copywriting                                                     1,500     +                      0   =     1,500
 Art Direction                                                   1,500     +                      0   =     1,500
 Photography                                                     5,000     +                      0   =     5,000
 Design/Layout/Prepress                                          1,400     +                      0   =     1,400
 Proofs/shipping                                                   500     +                      0   =       500
 Project Management                                              3,200     +                      0   =     3,200
 TOTAL                                                         $13,100                           $0       $13,100

 Printing:                                                        61,900                                   61,900

 Total Project cost                                            $75,000                                    $75,000

 Private funds                                                 (40,000)                                   (40,000)
 TOTAL                                                         $35,000                           $0       $35,000



 REGION/CVB             PROJECT
                                                               $35,000 +                         $0       $35,000
 TOTAL
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 27

                               Application for projects over $500
Organization Name____Gold West Country__________________                                 Approval Requested
                                                                                       _____Final
Project Name______Public Relations__________________
                                                                                       __X___Preliminary
Application Completed by____Sarah Bannon__________________

Please explain the need for this project as well as a clear overview of the concept of the pro ject. Narrative must
provide enough details that those reviewing the applicat ion can comprehend or visualize the full scope of the
project. Narrative should be a full overview, yet explicit and to the point.

Gold West Country is interested increasing publicity efforts. The purpose of this public relations is to increase
awareness of Gold West Country amongst tourists and travel writers/editors throughout the United States and
internationally.

We would work with G&G Advertising to come up with articles regarding happenings or tourism opportunities
going on in Gold West Country.

We put this in as a line item so that if we get more funding we would like to:

    1. Send out news releases with opportunities that would interest travelers.
    2. Give out story ideas to writers/editors for potential publication.
    3. Publicity value report will be presented to Gold West Country board members regarding the dollar value
       associated with each related written piece about Gold West Country.

Identity Project
In an effort to raise consumer awareness regarding the geographical boundaries of Gold West Country a campaign
will be developed in the Spring/Summer and Fall/Winter seasons. This will be something like window clings or a
poster series to help educate people about Gold West Country.

Objectives:

Gold West Country will strive to achieve the objectives listed below in FY10

       1.   Have at least four printings regarding information in Gold West Country.
       2.   Have at least one writer publish a story on Gold West Country.
       3.   Maintain visitation within Gold West Country as measured by bed tax collections.
       4.   A progress and publicity value reports presented to the Gold West Country Board.

Identify the portions of your marketing plan that support this project.

Many of Gold West Country’s goals in the marketing plan are met with this project.

        1. Educate the traveler about the historical, cultural and recreational opportunities within the region.
        2. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
           through Gold West Country when they are between park destinations.
        3. Build and maintain a consistent image of Gold West Country through all marketing efforts including
           advertising, publicity, collateral material, Internet development and cooperative marketing programs.
        4. Cooperate with Travel Montana, the other tourism regions and CVBs, Federal and State agencies and
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 28
            local tourism providers to enhance the entire “Montana Experience”.
         5. Encourage intrastate travel by informing residents of the historical significance this region has had on
            who Montanans are today.

Does this project support the Strategic Plan? Yes

FAM trips and publicity enhance Gold West Country’s ability to promote a variety of attractions and events as
well as provide the opportunity to increase year-round visitation. The strategic plan encourages FAM trips and
continued public relations efforts as mentioned below.

1.1.a.   Expand public-private marketing partnerships with tourism businesses and attractions…
         “…Leverage public and private marketing investments to expand Montana’s reach…” (Page 49)

1.1.b. Continue winter marketing, promoting Montana as a superb destination for skiing snowboarding,
       snowshoeing, snowmobile touring, ice fishing, and families and groups simply seeking a “snow
       experience.”
       “Identify new winter target markets with accompanying promotion efforts annually” (Page 49)

1.1.c.   Attend consumer travel shows targeting high value, low impact markets
         “Disseminate targeted packages for show attendees, and disseminate leads to tourism/recreation partners.”
         (Page 50)

1.1.d. Continue marketing to international travelers.
       “Increase product offers by international tour operators...” (Page 50)

1.2.   Promote Montana to targeted groups and events, emphasizing off-peak season.
1.2.d. Target travel media to increase the visibility of Montana as a leisure travel destination.
       “Host at least one travel media group familiarization tour…” (Page 52)

1.2.e.   Continue to target tour operators to bring group tours and packaged vacations to Montana.

2.1.a.   Build awareness through statewide publicity efforts about the new Montana Tourism Charter,
         geotourism, tourism benefits/impacts, tourism and recreation partner initiatives, and allocation of
         lodging facility use taxes.
         “Distribute information monthly about tourism and recreation issues to industry stakeholders, policy
         makers, and media.” (Page 55)

9.3.     Enhance funding for region and CVB marketing efforts.
         “Strengthen capacity by building partnerships with private, public, tribal and nonprofit organizations to
         address regional and local issues related to tourism and recreation (Page 75)


Detail pages attached Yes


                                   Budget page must be attached for approval.
                                                                               Gold West Country
                                                                              Marketing Plan FY10
                                                                                          Page 29
                                      Public Relations

                             REGION/CVB PROJECT BUDGET
                                   PROJECT NAME

                                 State Tourism Funds           Other Funds             Total
Publicity:

Public Relations                                     500   +                  0   =       500
Identity Project                                    1000                                 1000
TOTAL                                               1500   +                  0   =      1500


REGION/CVB         PROJECT
                                                   $1500   +                 $0   =     $1500
TOTAL
                                                                                                 Gold West Country
                                                                                                Marketing Plan FY10
                                                                                                            Page 30

                               Application for projects over $500
Organization Name____Gold West Country__________________                                 Approval Requested
                                                                                        _____Final
Project Name______Fam Tours__________________
                                                                                        __X___Preliminary
Application Completed by____Sarah Bannon__________________

Please explain the need for this project as well as a clear overview of the concept of the project. Na rrative must
provide enough details that those reviewing the application can c omprehend or visualize the full scope of the
project. Narrative should be a full overview, yet explicit and to the point.

Each year Gold West Country assists with familiarization tours. This includes providing funding to help with
transportation, lodging, meals or area attraction entry fees. The region also assists by acting as a liaison between
the tours and the area businesses.

We plan to do these tours in conjunction with Travel Montana. We will submit additional details once these FAM
trips have been determined with the assistance of Travel Montana.

Below is a list of travel writers from 2000-2009 (categorized by FAM trip) that have produced articles about Gold
West Country. The date the articles appeared in print (if available) are noted.


1. Yang and Meng of Taiwan
   Liberty Times Butte in Montana – 07/14/08
   Livertimes.com Butte in Montana – 07/14/08
   Apple Daily News Virginia City/Nevada City, Deer Lodge 07/23/08
   1-apple.com.tw Virginia City/Nevada City, Deer Lodge – 07/23/08

2. A rousing weekend of foot-stomping good times in Montana – Northwest Travel Magazine March/April
   2009
   Folk Festival in Butte

3. Michelle Newman “A Pretty Painted Place” blog – 07/31/08

4. Michelle Newman “Hello, Helena!” blog - 07/21/08

5. Michelle Newman “Meet me in Montana” blog – 07/16/08

6. Wild in Style…Montana – Golf & Tourismo Magazine June 2008
   6-pg article dedicated to Montana golf courses. Result of Sciacqua & Benazzi press trip in Sept. 07

7. The Allure of the West- Northwest Traveler Magazine – 6/01/07
   Story was on North American Indian Alliance Powow in Butte.

8. How to Save Strokes- Gold Magazine – 7/01/07
   Old Works golf course in Anaconda.

9. Breathing Space-O, the Oprah Magazine 7/01/07
   Beautiful photo spread of Dillon hillsides.
                                                                                              Gold West Country
                                                                                             Marketing Plan FY10
                                                                                                         Page 31
10. Mining vs. Ranching – True West Magazine – 7/01/07
    Gold West Country in historic round-up including Deer Lodge, Butte, etc…

11. In Pursuit of the Outdoors – Stratos – 10/01/07
    Camerons’ Sun West Ranch included.

12. Travel Industry Gets Enlightened by Yoga Vacations - 10/01/07 – Internet
    Feathered Pipe Ranch included.

13. Mason-Bethel Oxford County Citizen- 10/04/07
    Whitehall included in road trip article.

14. Rockhounding Fam Tour – August 22 – 28, 2006

Ken Rohn who always does a fantastic job for us came through with the following articles:
May 2007 - Treasure State Adventures (4 part series)
         Part III - Ruby Reservoir Garnets
         Part IV - Collecting at Fabulous Crystal Park

15. Ghost Town FAM Tour – October 27-31, 2005

    Immediately following this FAM tour, an e-article appeared on the website gonomad.com by Kent E. St.
    John, Senior Travel Editor. We also received two articles in print from Jack McNeel, Bonner County Daily
    Bee, Sandpoint, ID.
        A. “Montana Can Be Ghostly At Times” (November 13, 2005)
        B. “Travel to Montana’s 2nd Oldest Town” (December 11, 2005)

16. Lewis and Clark – August 5-9, 2004

    We also received two stories from this FAM, “Lewis & Clark in Montana” by Alan Wilkinson in American
    Cowboy (July 2005) and “Lewis & Clark Expedition” by Paul Franzmann in The Entertainer (September
    2005).

17. Sled Dogs and Snowkites – Winter 2003

    We have received two stories in the Spokesman Review (Lifestyle Section) by Brian Schott including
    “Snowkiting Takes Advantage of Winter Winds” and “Rodeo Gives Professionals Chance to Compete and
    Beginners an Opportunity to Learn New Sport”. In addition, “Fresh Tracks, Furry Fun and Frozen Lakes:
    Wild Winter Sports of Central Montana” by Matt Kettermann ran in the Santa Barbara Independent.

18. Heart of Gold – July 18-22, 2003

    We received three stories in Rock and Gem Magazine, “Montana Gemstones”, “Dinosaurs” and “Hospitality
    Part I, II and III”. We also received an on-line article at familytravelfiles.com called “Montana Snow Angels”
    by Nancy Nelson-Duac.

19. Lewis & Clark Tour – June 23 - 30, 2002

    •William S. Connery                 •Eileen Lockwood                 •John Krist
    The World & I                       Destinations                     Ventura County Star
    August 2002                         November 2002            July 28, 2002
    Washington D.C.
                                                                                             Gold West Country
                                                                                            Marketing Plan FY10
                                                                                                        Page 32


    •Jack McNeel
    The Press-North Idaho News Network
    November 17, 2002

20. Hot Springs Tour – October 9 - 13, 2001

    •Pittsburg Post Gazette           •Dana Mishev         •Stefanie L. Griesi
  January 6, 2002               The Washington Times Northwest Travel Mag
    July 27, 2002                     January 2002
    Jackson, WY

    •Larry Bleigberg

    The Tennessean—January 13, 2002

    Ogden Utah Standard – Examiner—February 3, 2002
    The San Diego Union Tribune—March 3, 2002

21. All Trails Lead to Montana – January 24-29, 2001

    •Karen Hamlin                       •Sue Wasserman                  •Sophia Dembling
    The Sun Experience                  Mountain Living                  Sky Magazine
    East Longmeadow, MA                 Atlanta, GA                      Dallas, TX

    •Rob Daly
     Edmonton Sun Times, Special Sections
     Edmonton, AB, CANADA

22. Ghostly Good Time Media Tour – July 13-19, 2000

    •Elizabeth Gehrman                  •Joyce Dalton           •Beverly Hogg
    Boston Herald                       Travel Weekly            Houston Tribune
    Boston, MA                          Cliffside Park, NJ              Houston, TX

    •Nancy Baren Miller
    Travel America/Medina Ohio Gazette
    Akron, OH

Objectives:

In FY09 we outlined the following objectives:

    1. To have each FAM trip generate at least one story about Gold West Country within a year of the trip.
    2. Increase visitation within Gold West Country as measured by an increase in bed tax collections by 3%.

Therefore, based on the above information, Gold West Country will strive to achieve the objectives listed below
within FY10.

    1. To have each FAM trip generate at least one story about Gold West Country within a year of the trip.
    2. Maintain visitation within Gold West Country as measured bed tax collections.
                                                                                               Gold West Country
                                                                                              Marketing Plan FY10
                                                                                                          Page 33


Identify the portions of your marketing plan that support this project.

Many of Gold West Country’s goals in the marketing plan are met with this project.

    1. Educate the traveler about the historical, cultural and recreational opportunities within the region.
    2. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
       through Gold West Country when they are between park destinations.
    3. Build and maintain a consistent image of Gold West Country through all marketing efforts including
       advertising, publicity, collateral material, Internet development and cooperative marketing programs.
    4. Cooperate with Travel Montana, the other tourism regions and CVBs, Federal and State agencies and
       local tourism providers to enhance the entire “Montana Experience”.
    5. Encourage intrastate travel by informing residents of the historical significance this region has had on
       who Montanans are today.

Does this project support the Strategic Plan? Yes

FAM trips enhance Gold West Country’s ability to promote a variety of attractions and events as well as provide
the opportunity to increase year-round visitation. The strategic plan encourages FAM trips as mentioned below.

2.1.a.   Build awareness through statewide publicity efforts about the new Montana Tourism Charter,
         geotourism, tourism benefits/impacts, tourism and recreation partner initiatives, and allocation of
         lodging facility use taxes.
         “Distribute information monthly about tourism and recreation issues to industry stakeholders, policy
         makers, and media.” (Page 55)

Detail pages attached Yes


                                  Budget page must be attached for approval.

                                                   Fam Tours

                                   REGION/CVB PROJECT BUDGET
                                         PROJECT NAME

                                          State Tourism Funds               Other Funds                 Total
 Publicity
 Fam Tours                                                      3,000 +                      0    =      3,000


 TOTAL                                                         $3,000                       $0          $3,000


 REGION/CVB             PROJECT
                                                               $3,000 +                     $0          $3,000
 TOTAL
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 34

                               Application for projects over $500
Organization Name____Gold West Country__________________                                 Approval Requested
                                                                                       __X___Final
Project Name______Telemarketing__________________
                                                                                       _____Preliminary
Application Completed by____Sarah Bannon__________________

Please explain the need for this project as well as a clear overview of the concept of the proje ct. Narrative must
provide enough details that those reviewing the applicatio n can comprehend or visualize the full scope of the
project. Narrative should be a full overview, yet explicit and to the point.


•   Postage/UPS: Cost to respond to consumer inquiries and other travel/tourism related requests. This includes
    UPS shipping required for sending materials to/from consumer travel shows.

•   Instate Delivery Service: This expense is for contracted services with Certified Folder Display. They will
    distribute our travel guide year-round through the Glacier route, Missoula/5 Valleys route, Billings Route and
    the Yellowstone route.

•   Out-of-State Delivery Service: This expense is for contracted services with Certified Folder Display. They
    will distribute our travel guide year-round in the areas of Spokane, WA and Salt Lake City, UT.

•   Fulfillment/Call Center Contractor: This expense is for the services of M.A.R.S. Stout to facilitate the
    handling of our incoming calls, reader service and e-mail as well as to fulfill our leads by sending out our
    travel guide. Specific duties include:

    1. Customized travel counseling through the Gold West Country 800 number.
    2. Design and maintenance of customized software that captures and reports essential data including name,
       address, e-mail address, phone, interests, and travel dates.
    3. Monthly written reports of travel guide distribution, inquiry by geographic region and inquiry by
       preference. These reports also include call pattern activity.
    4. Data entry of all telephone, mail, e-mail and faxed inquiries.
    5. Inquiry management and servicing of Internet inquiries and information.
    6. Extended hours of operation from 7 a.m. to 6 p.m. Mountain Standard Time, Monday through Friday.

•   Mailing Supplies: This cost is to supply M.A.R.S. Stout with the necessary materials to distribute the Gold
    West Country Travel Planner. These supplies include envelopes, labels and other miscellaneous items.

Objectives:
In FY09 we outlined the following objectives:
    1. Identify the top five demographic target markets each month.
    2. Identify the top five “interest” markets each month (skiing, hiking snowmobiling etc.).
    3. Have all calls answered between the hours of 7 a.m. and 6 p.m. Monday through Friday.
    4. Analyze the data gathered to determine target markets for the FY10 Marketing Plan.
    5. Utilize the data gathered to better reach our target markets by supplying the consumer with the necessary
        (i.e. requested) information in order to plan a trip to the region.
                                                                                                Gold West Country
                                                                                               Marketing Plan FY10
                                                                                                           Page 35
In 2009, Gold West Country reviewed reports monthly to determine the top five demographic target
   markets and areas of interest. It was discovered that throughout the year this information varied little.
   The top five geomographic markets (based on the number of requests) were:


    1. Washington                                                  4. Texas
    2. California                                                  5. Illinois
    3. Georgia

The top areas of interest included:
   1. History/Ghost Towns                                          4. Lewis & Clark
   2. Wildlife Viewing                                             5. Family Activities
   3. Rock Hounding

The above information is used when preparing this marketing plan. It is also used when reviewing where
our consumer interests lie and how to better incorporate those interests into our public relations, travel
guide, advertising and website efforts.

The call center was not able to fulfill all email and calls within two days. This is due to mailing guides at
bulk rates (which can take up to three weeks). However, the call center completed 99.5% of its calls.
Therefore, Gold West Country will strive to achieve the objectives listed below within FY10.

    1.    Identify the top five demographic target markets each month.
    2.    Identify the top five “interest” markets each month (skiing, hiking snowmobiling etc.).
    3.    Have all calls answered between the hours of 7 a.m. and 6 p.m. Monday through Friday.
    4.    Analyze the data gathered to determine target markets for the FY09 Marketing Plan.
    5.    Utilize the data gathered to better reach our target markets by supplying the consumer with the necessary
          (i.e. requested) information in order to plan a trip to the region.

Identify the portions of your marketing plan that support this project.

This project addresses the following goals.

    1. Educate the traveler about the historical, cultural and recreational opportunities within the region.
    2. Inform visitors traveling between Yellowstone and Glacier National Parks of the benefits of traveling
       through Gold West Country when they are between park destinations.
    3. Build and maintain a consistent image of Gold West Country through all marketing efforts including
       advertising, publicity, collateral material, Internet development and cooperative marketing programs.
    4. Encourage intrastate travel by informing residents of the historical significance this region has had on
       who Montanans are today.

Does this project support the Strategic Plan? No

         The Call Center alone does not support the strategic plan, however the information gathered by the call
         center (demographics, interests, etc.) will help support the plan.

Detail pages attached Yes


                                   Budget page must be attached for approval.
                                                                                          Gold West Country
                                                                                         Marketing Plan FY10
                                                                                                     Page 36
                                      Gold West Country Telemarketing

                                  REGION/CVB PROJECT BUDGET
                                        PROJECT NAME

Telemarketing/Fulfillment:               State Tourism Funds          Other Funds                 Total

Postage/UPS                                              13,523   +                  0      =     13,523
Instate Delivery                                          8,628   +                  0      =      8,628
Out-of-State Delivery                                     7,973   +                  0      =      7,973
Fulfillment/Call Center Contractors                      17,850   +                  0      =     17,850
Misc. (mailing supplies, etc…)                              300   +                  0      =        300


TOTAL                                                   $48,274                     $0           $48,274


REGION/CVB            PROJECT
                                                        $48,274 +                   $0           $48,274
TOTAL

								
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